NewsDialy
Personal care for children sits in a different aisle from baby products, and the gap between those two aisles is what Frida is moving to fill.
The baby products company is launching what the industry calls a new category, meaning a product line distinct from anything in its existing portfolio, aimed at children rather than infants.
Frida describes the market as growing and largely untapped. What separates baby products from kids' personal care The distinction matters more than the word "expansion" suggests.
Baby products are built around infant needs: sensitive skin and formulation that parents apply on behalf of children who cannot yet use products independently. Kids' personal care is a different brief entirely.
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